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The relationship between casino corporate social responsibility and casino customer loyalty

Author

Listed:
  • Shiang-Lih Chen McCain

    (Colorado Mesa University, USA)

  • Jeffrey C Lolli

    (Widener University, USA)

  • Emma Liu

    (Widener University, USA)

  • Eric Jen

    (National Chung Hsing University)

Abstract

Corporate social responsibility (CSR) has become a popular, and even expected, strategy for promoting an organization’s public persona. CSR is particularly important in the casino industry since many customers associate the casino industry with negative images such as crime and drugs; therefore, casinos try to enhance their social image through CSR activities. This study investigated how casinos’ CSR activities (economic, legal, ethical, and philanthropic) influenced customer loyalty (CL). Partial Least Squares (PLS)-structural equation modeling analysis was used to examine the hypotheses on a sample of 251 casino’s customer in the United States. Results of this study showed that the dimensions of philanthropic and legal responsibilities had varying effects on CL. In contrast, economic and ethical responsibilities didn’t significantly affect CL.

Suggested Citation

  • Shiang-Lih Chen McCain & Jeffrey C Lolli & Emma Liu & Eric Jen, 2019. "The relationship between casino corporate social responsibility and casino customer loyalty," Tourism Economics, , vol. 25(4), pages 569-592, June.
    • Handle: RePEc:sae:toueco:v:25:y:2019:i:4:p:569-592
    DOI: 10.1177/1354816618808077
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    References listed on IDEAS

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    Cited by:

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    3. Heather Markham Kim & Kyuha Cho & Younggin Choi & Junghoon (Jay) Lee & Jinsoo Hwang, 2021. "Corporate Social Responsibility Reporting in the Casino Industry: A Content Analysis," Sustainability, MDPI, vol. 13(20), pages 1-16, October.
    4. Maigana Amsami & Siddiq Balal Ibrahim & Abd Elsalam A. Hamid, 2020. "Influence of corporate social responsibility actions on customer loyalty towards Nigerian retail banks within north eastern Nigeria," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 10(2), pages 40-52, February.
    5. Naveed Ahmad & Asif Mahmood & Antonio Ariza-Montes & Heesup Han & Felipe Hernández-Perlines & Luis Araya-Castillo & Miklas Scholz, 2021. "Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(7), pages 1-16, March.
    6. Anna Chwiłkowska-Kubala & Szymon Cyfert & Kamila Malewska & Katarzyna Mierzejewska & Witold Szumowski, 2021. "The Relationships among Social, Environmental, Economic CSR Practices and Digitalization in Polish Energy Companies," Energies, MDPI, vol. 14(22), pages 1-20, November.

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